Testing brings security

Everything must be quick online. A/B tests for increased online purchases. An expert comment by Roland Toch, managing director at Wirecard CEE.

Chose the product, put it in the basket, pay. But especially when paying, the purchase is often cancelled. There are many reasons for this: the payment pages appears to be dubious or has a complicated design, the consumer does not find sufficient information regarding the offered payment means or the checkout cannot be operated with the mobile device that is used.

Which target group does react
So-called A/B tests are a good possibility here to optimise the own online shop including the payment process. By the online merchant presenting his customers different versions of pages of the online store and evaluating the purchase behaviour, he can determine which configuration is the best approach for his target group. In this way, for example, the order of payment means as well as the designs may vary.

Buying via smartphone
Using A/B tests, the merchant can therefore increase usability with little effort, and generate more successful sales transactions in this manner. It is also important that the payment side is also available in a mobile manner in order to enable shopping via smartphone. Merchants should choose a payment service provider, who also offers mobile checkout solutions in addition to a desktop solution, and whose payment page can be used easily for A/B tests.